What did you think about the Cadillac ad during the Oscars (luxury car, coupe)
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This is an interesting article about that ad. Personally I would work less, have more vacation time with my family instead of a image car like a Cadillac.
Dumb ad for a dumb car by a company that's still trying to figure out how to make relevant cars. But really it doesn't matter how it resonates with most people. It matters how it resonates with potential ELR buyers, which isn't you or me. If it irks a hundred people who wouldn't buy one anyway but resonates with one who potentially might, not a bad ad. You can go into the whole brand image thing. Cadillac has never been my thing. I've liked some of their cars (CTS, ATS) but they've always been a bit too -- well, like this ad.
This ad has been circulating social media, the news, etc., long before the Oscars. They just ran it heavily during the Oscars. Caddy is targeting obnoxious people who don't realize they could pay almost $40,000 less for the same vehicle. I think the ad works perfectly for their target audience. They'll be happy to sell 2,000 of these each year.
Caddy is targeting obnoxious people who don't realize they could pay almost $40,000 less for the same vehicle.
Saying the ELR is just a Volt with a higher price tag is like saying a CTS-V is just a Camaro with a higher price tag. Or a Lexus is just a Toyota with a higher price tag. Or an Audi is just a VW with a higher price tag.
There's more to it than that.
The ELR looks vastly better than a Volt, it has much nicer materials. It's a 2 door coupe, which always has cost more than the basic 4 door versions of the same car, and it should handle and perform slightly better. I say this AS a Volt owner, I'd rather have the Caddy.
BTW, the ad wasn't originally for the ELR, it was for the CTS, but Caddy decided that the ELR as a halo car was a better fit. Caddy has no problem moving iron in this price range, either.
Saying the ELR is just a Volt with a higher price tag is like saying a CTS-V is just a Camaro with a higher price tag. Or a Lexus is just a Toyota with a higher price tag. Or an Audi is just a VW with a higher price tag.
There's more to it than that.
The ELR looks vastly better than a Volt, it has much nicer materials. It's a 2 door coupe, which always has cost more than the basic 4 door versions of the same car, and it should handle and perform slightly better. I say this AS a Volt owner, I'd rather have the Caddy.
BTW, the ad wasn't originally for the ELR, it was for the CTS, but Caddy decided that the ELR as a halo car was a better fit. Caddy has no problem moving iron in this price range, either.
Perhaps, but there is a difference, and that is indeed with the relative price between the cars.
You'd pay about $25-30K+ for a Camry or Avalon with a V6. For a similar Lexux ES350, you'd pay $35-40K. You're not really paying a significant premium to upgrade to the Lexus experience, especially if you take interior materials, features, and amenities into consideration.
Let's compare the ELR and the Volt now. You do get the coupe body shape, Cadillac exterior and interior design, and better materials, features, and amenities in the ELR. However, the powertrain for both cars is essentially the same (you do get about 60 more hp in the ELR), and the both cars are still based on the lowly Cruze, complete with a beam axle rear suspension.
Critics were already squawking about paying $40K for the Cruze-based Volt (the price has now been lowered to $35K). So how much are you willing to pay for a Cruze-based Cadillac? Are you willing to pay $50k? 60K? Or the $75K starting MSRP that Cadillac is asking for the ELR?
To me, this car is basically a modern-day Cadillac Cimarron or Aston Martin Cygnet (based off the Scion iQ). You're asking your customers to pay an excessive premium for a car that's based on a humble compact car's chassis, albeit one with an gas-electric powertrain.
Those who are willing to pay that premium are either really into Cadillac-branded coupes, or are blind to the rest of the luxury car market. I really can't see much of a market for this car, and maybe Cadillac already understands that.
Perhaps, but there is a difference, and that is indeed with the relative price between the cars.
You'd pay about $25-30K+ for a Camry or Avalon with a V6. For a similar Lexux ES350, you'd pay $35-40K. You're not really paying a significant premium to upgrade to the Lexus experience, especially if you take interior materials, features, and amenities into consideration.
Let's compare the ELR and the Volt now. You do get the coupe body shape, Cadillac exterior and interior design, and better materials, features, and amenities in the ELR. However, the powertrain for both cars is essentially the same (you do get about 60 more hp in the ELR), and the both cars are still based on the lowly Cruze, complete with a beam axle rear suspension.
Critics were already squawking about paying $40K for the Cruze-based Volt (the price has now been lowered to $35K). So how much are you willing to pay for a Cruze-based Cadillac? Are you willing to pay $50k? 60K? Or the $75K starting MSRP that Cadillac is asking for the ELR?
To me, this car is basically a modern-day Cadillac Cimarron or Aston Martin Cygnet (based off the Scion iQ). You're asking your customers to pay an excessive premium for a car that's based on a humble compact car's chassis, albeit one with an gas-electric powertrain.
Those who are willing to pay that premium are either really into Cadillac-branded coupes, or are blind to the rest of the luxury car market. I really can't see much of a market for this car, and maybe Cadillac already understands that.
The problem is there is very little of the chassis it's based on (Cruze) in it. VERY little. Most of it was binned to get the electric drive and batteries in it, and then the suspension was changed to support the mass (so it's actually a better suspension than the Cruze has). Then, the electrification costs a lot, enough that the Volt is not a profitmaker for Chevy (though not the loss leader it's made out to be). The ELR actually will turn a profit on the drivetrain. Then, the tooling for the limited edition bodywork costs a LOT (the ELR isn't just a Volt or Cruze with different badging, unlike the Cimmaron or the Cygnet, it's 90% new). And in the luxury materials for the interior and you get a substantial increase in cost, and Caddy still wants to turn a profit on it.
Hey, I wish it was closer to $50-60k. If it was $50k, there would be one in my driveway instead of the Volt. But in the price range it's playing in, it's going to sell the predicted numbers easily. And maybe, it'll cause people to buy more Volts, seeing them as a relative bargain in comparison (of course, that would mean there has to be marketing for the Volt, which just isn't happening, except in ads for OTHER companies...).
Saying the ELR is just a Volt with a higher price tag is like saying a CTS-V is just a Camaro with a higher price tag. Or a Lexus is just a Toyota with a higher price tag. Or an Audi is just a VW with a higher price tag.
There's more to it than that.
The ELR looks vastly better than a Volt, it has much nicer materials. It's a 2 door coupe, which always has cost more than the basic 4 door versions of the same car, and it should handle and perform slightly better. I say this AS a Volt owner, I'd rather have the Caddy.
BTW, the ad wasn't originally for the ELR, it was for the CTS, but Caddy decided that the ELR as a halo car was a better fit. Caddy has no problem moving iron in this price range, either.
I know i was not completely fair, but largely, it is a rebadged Volt. The fit and finish aren't that much different, certainly not $40,000 different. Normally, there's plenty of justifiable cost differences between a Caddy and a Chevy. That's simply not the case with the ELR. have you seen it in person yet?
Watch the movie Star Trek First Contact and then watch the Cadillac ad. Now, doesn't the way he ( the actor) walks and behaves mimic the same in the movie?
Not kidding, take a look. The crisp turns, the head movements, all the same as when he got transformed by the Borg.
Just an observation.
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